Changing the world takes more than a flash-in-the-pan campaign

Good things come to those who wait.

A woman holds a banner outside a branch of Vodafone in 2011. Photograph: Getty Images

Changing the world isn’t like an instant weight loss programme. Campaigning to make our surroundings a bit more bearable is not a quick win. Nowadays, if you want to lose weight there is a huge buffet (excuse the food reference) of options available to you, from not eating sugar to the tasty cabbage soup diet. Equally, if you want to change the world there are a host of “quick fix” campaigns. “Like” this link on Facebook, sign this e-petition or occupy one Vodafone shop on one day for one hour and everything will be just fine.

The problem is that we have evolved at an alarmingly fast rate to want, want, want, now, now, now. Take 38 Degrees' latest campaign to force McDonalds and Coca-Cola not to dodge their Olympics tax. It flew off the shelves like the latest miracle diet pill, getting 165,000 signatures in days and forcing two corporations to pull out of the scheme. One little snag - tax avoidance and the dilemmas of corporate sponsorship have not been won. 38 Degrees is a great tactic and tool for campaigning but it is not the answer to systemic change.

It might, however, be the answer to the public's need for a quick fix campaign that takes five seconds to do. But change doesn’t happen with a few Facebook likes. Just imagine if those 165,000 people actually got up and did something!

Yes, active campaigning is hard, time-consuming and often we won’t see the results in our lifetime, but it’s worth it, right? These days a sustained campaign is one that lasts about three months whereas the suffragette movement lasted about 30 years! 30 years! And women are still fighting for equality.

On the other side, UK Uncut has been fighting the cuts for 21 months and has kids, people with disabilities, single mothers, activists, old aged pensioners and people from varied backgrounds on their actions that happen offline and in real life.

Of course it's nice to be able to pop along for a quick rally or sign a one-off petition, but it's just not enough. Campaigning might not be for everyone, but neither is poverty and injustice. Of course we need balance. A balance between the "quick hit" protest junkies and those entrenched campaigners that harp on about the same old thing day in and day out.

The key is finding something tangible, real, exciting, new and possibly that captures people’s spirits for the long haul. It’s like exercise and a good diet versus not having carbohydrates for a week; we all know which one is the winner in the long-term.